CANMAIL
SUMMER 2020
NEWS FROM
WELCOME TO CANMAIL A lot has happened in the world of Every Can Counts since the last edition of CanMail, with significant events unfolding across the wider world too. As a result of the COVID-19 pandemic, life has looked very different since March and consequently this year’s planned programme of Every Can Counts activities has had to be completely re-imagined. With mass gatherings cancelled and many businesses working exclusively from home, we have adapted to find new ways to maintain consumer engagement during these challenging times. In lieu of the programme’s experiential activities at events and festivals, we’ve been concentrating on digital outreach and have successfully developed a series of online competitions and activities, discussed in greater detail later in this issue.
NEW PARTNER FEEL GOOD DRINKS WELCOME TO THE TEAM FEEL GOOD DRINKS - OUR LATEST FUNDING PARTNER!
Feel Good produce a range of 100% natural, fruitful sparkling waters packaged in endlessly recyclable aluminium. And what’s more, they donate 3% of their sales to charities that support wellbeing for both people and planet. www.feelgooddrinks.com
Having celebrated its 10th anniversary last year, Every Can Counts is now entering its second decade bolstered by a branding makeover and the addition of new partnerships with PR agencies Ewing (Europe-wide) and Publicasity (UK & Ireland). While there is much uncertainty in the world at this time, one thing is clear: Every Can Counts will continue to inspire, encourage and empower people to recycle their empty cans in support of the programme’s vision for a 100% drink can recycling rate. CHRIS LATHAM-WARDE EVERY CAN COUNTS UK PROGRAMME MANAGER
BRAND MAKEOVER Every Can Counts hit a landmark ten years old last year. Like any forward thinking ten year old, we’re using the experiences and learnings of our first decade and looking forward to our teenage years with a brand new look! This look reflects the ambitious and aspirational teen spirit of an on-the-go drink can recycling programme keen to make a splash in the world. New brand photography and a new font reflect our maturity, while contrasting colours still bring the fun. These visual elements complement our new style of inspirational messaging, which articulates the infinite benefits that come from recycling a drink can. Our aim is the same, to encourage people to recycle their drink cans wherever they are. But now we’re doing it in style.
DRINK ENJOY RECYCLE
KEEP THE CYCLE GOING
DIGITAL SUCCESS IN LOCKDOWN Every Can Counts has continued to spread its messages during the lockdown period by embracing social media and creating digital rays of positivity with a recycling-themed twist. Through a range of competitions and campaigns shared across Facebook, Instagram, TikTok and Twitter, we’ve been engaging with a record number of people online.
The #CANdunk Challenge The challenge: to film a drink can being recycled in a fun and creative way. From impressive trick shots to epic stop motion adventures, the results were CANtastic! To promote this competition we partnered with a selection of social media influencers, including magician Magic Singh and football freestylers Steve Gray and Sam Madden, who completed the challenge in their own creative ways and shared the results with their online followings.
Blank CANvas (our cover story!) This competition provided a fun activity for the whole family: design your own drink can for a chance to win some great prizes, including a Nintendo Switch! The competition was a huge success, with 718 entries and an online reach of over 425k. We were blown away by the creativity and talent shown in the designs we received, and were thrilled to see so many recycling-themed designs.
SAM MADDEN
52K+ FOLLOWERS
STEPHEN GRAY
88K+ FOLLOWERS
MAGIC SINGH
1.9M+ FOLLOWERS
More competitions! From ‘Guess the Can’ to our ‘Canny Competition’ quiz questions, every fortnight we’ve been launching a fun new challenge to keep audiences engaged and grow our social media following further.
“MY DAUGHTER REALLY ENJOYED DESIGNING HER CAN. THANKS FOR A GREAT LOCKDOWN ACTIVITY!” NIKKI HUNTER, KENT
“I AM A KEEN ECO-WARRIOR, SO IT’S GREAT TO HEAR ABOUT YOUR CAMPAIGN THROUGH THIS COMPETITION.” TOBY RAMPTON, NORWICH
#ReSTART campaign The first Europe-wide Every Can Counts social media campaign launched in May and combined creative imagery with aspirational messages, sharing a vision for a cleaner, healthier and more circular postlockdown world.
FESTIVALS 2019 REVIEW A collective audience of over one million people had the opportunity to interact with our events team. Our team used a variety of engagement tools including can recycling backpacks, can cage installations, voting bins, interactive surveys and can recycling rewards, where people had the opportunity to exchange their empty cans for a range of prizes. We also enhanced our visual impact through large branded signage in high-footfall areas and promotional films shown on big screens around the festival sites.
LATITUDE FESTIVAL
2019 played host to our largest ever events season. We met racers at Red Bull Soapbox, rockers at Reading and dancers at Detonate; visiting a total of 30 music and sporting events that spanned 68 long summer days.
We’re now putting together some exciting plans for our return to events in 2021 - watch this space! 2000TREES FESTIVAL
HIGHLIGHTS
• OUR BIGGEST EVER EVENTS PROGRAMME WITH ECC PRESENT AT 30 EVENTS • COMBINED EXPOSURE TO OVER 1 MILLION ATTENDEES
“THE EVERY CAN COUNTS TEAM DO A GREAT JOB OF INSPIRING CHANGE AND MAKING RECYCLING FUN, WHICH ADDS TO OUR AUDIENCE’S OVERALL FESTIVAL EXPERIENCE.”
• OVER 10,000 ECC RECYCLING SURVEYS COMPLETED BY ATTENDEES • ECC FILM CLIP PLAYED ON BIG SCREENS AT FOUR MAJOR EVENTS:
ROB SCARLETT, FESTIVAL ORGANISER AT 2000TREES FESTIVAL
“EVERY CAN COUNTS HELPED US BRING A SHARP FOCUS ON RECYCLING AND EDUCATE OUR CUSTOMERS MORE THAN EVER.”
THE SHOW MUST GO ON REPORT Every Can Counts is proud to be featured as a case study in the new The Show Must Go On Report, produced by Powerful Thinking and the Vision:2025 community. The updated report, released in February 2020, provides guidance for festival and event organisers around sustainability and reducing environmental impact. Find out more: www.vision2025.org.uk
BOOMTOWN FAIR
ANDY ELLIS, DIRECTOR OF LOST VILLAGE FESTIVAL LOST VILLAGE FESTIVAL
BRITISH SUMMER TIME FESTIVAL
• Download Festival • Lambeth Country Show • Latitude Festival • Boomtown Fair
RECYCLING RATE
76%
REACHES A NEW HIGH!
The UK’s aluminium drink can recycling rate reached a new high of 76% in 2019, according to official recycling data. That means that three out of every four cans consumed are recycled, but we still have a way to go to reach our goal of a 100% recycling rate for drink cans in the UK. In even more exciting news, data published by the Environment Agency on 10th June shows a year-on-year increase in aluminium packaging recycling of 48%. This huge rise demonstrates that locked-down UK residents have taken the opportunity to keep recycling while they keep safe, which is music to our ears!
GREEN CAN AWARDS Barnsley-based community group “Friends of Wombwell Park” has been awarded an Every Can Counts Green Can Award after introducing drink can recycling facilities to Wombwell Park and empowering park-goers to do the right thing with their empty cans. Every Can Counts drink can collection points can now be found throughout the park, making it easier for the local community to recycle their cans when they are out and about. The funds raised from the sale of the cans are invested in park facilities, including improvements to the popular skate park, for the benefit of everyone who enjoys this local green space.
EVERY CAN COUNTS Alupro, 1 Brockhill Court, Brockhill Lane, Redditch B97 6RB T: 01527 597757
E: everycancounts@alupro.org.uk
W: everycancounts.co.uk
FUNDED BY
Thank you to our funding partners who make it possible for us to share the Every Can Counts message far and wide. Every Can Counts is registered in the EU as a Community Mark no. 010099125.